Spotify has overtaken Melon to become South Korea's second-largest music streaming service by monthly active users, according to data from research firm WiseApp Retail, pushing the long-dominant domestic platform into third place. It marks the first time overseas services have taken both the top two spots in the South Korean market, with Google's YouTube Music remaining in the lead. The shift matters because Melon, founded in 2004 and now owned by Kakao Entertainment, has long been central to K-pop's domestic success and is widely seen as a launchpad for hits before they go global.

WiseApp Retail recorded Spotify at 6.2 million monthly active users against Melon's 5.9 million, with YouTube Music ahead on 9.5 million; at the start of 2026 the same firm had Melon leading Spotify by 6.1 million to 5 million. The ranking is disputed, however, as a rival tracker, Mobile Index, puts Melon well ahead of Spotify, 7.1 million to 2.4 million, with both firms cautioning the figures are drawn from samples rather than official platform data. Spotify's local growth follows its move to add a free, ad-supported tier in October 2024 and a partnership with Naver in late 2025, while YouTube Music has faced regulatory scrutiny in South Korea over bundling its service with YouTube Premium.